The document discusses how the author gathered audience feedback throughout the planning process for their horror film products. They used surveys, focus groups, and interviews to understand their target demographic of 15-25 year olds and what they like and dislike about the horror genre. The author incorporated this feedback into planning their trailer and ancillary products, such as making the trailer less predictable based on feedback. They also shared works in progress, like a trailer animatic, and gathered further feedback to improve their plans before production. All audience research was valued and helped shape the planning and final products.